7 summits insight summit series - spotlight on social business
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The document summarizes a presentation by 7Summits on social business. It discusses how social media is disrupting business models and how companies can build social business solutions. It provides case studies of 7Summits' work with MSOE to build a social platform for student engagement, and with SAP to build an online community for their HANA product. Both cases resulted in increased engagement, improved processes and productivity gains.
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7 summits insight summit series - spotlight on social business
- 1. Spotlight on Social Business October 9 2013 Confidential 1
- 2. SOCIAL MEDIA IS DISRUPTING BUSINESS – “A new class of company is emerging – one that uses collaborative technologies intensively to connect the internal efforts of employees and to extend the organization’s reach to customers, partners and suppliers....” Mckinsey Global Institute “The Social Economy: Unlocking value and productivity through Social Technologies” July 2012 Confidential 2
- 3. Speaker: Rob Murray, 7Summits Senior Vice President, Sales LinkedIn: linkedin.com/in/robemurray Twitter: @robertemurray Web: 7summitsagency.com Email: rob@7summitsagency.com Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 4. Speaker: James Davidson, 7Summits Vice President Digital Strategy LinkedIn: linkedin.com/in/jamesdavidson79 Twitter: @jdavidson Web: 7summitsagency.com Email: james@7summitsagency.com Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 5. 7Summits At A Glance FOUNDED 2009 FOCUS ON SOCIAL BUSINESS TEAM OUR MISSION CLIENTS SERVED Creating online communities that transform business and enhance people’s lives 60+ COMPREHENSIVE CAPABILITIES PARTNERED WITH SOCIAL INDUSTRY LEADERS 81+ OFFICE LOCATIONS Milwaukee, WI Schaumburg, IL + Strategy Experience + Technology National Client Reach + AWARDS / RECOGNITIONS Jive 2012 MVP Confidential & Proprietary
- 6. Select 7Summits Clients Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 7. Today • • Before Bridge (Context) Market Perspective • • The Media Shift Model Social Business • • Building Bridge MSOE Case Study: B2C • • Business Value Delivered SAP Hana Case Study: B2B • • What’s Next Questions • Getting Started TODAY Confidential 7
- 9. We are still at the beginning Social transformation is expected to continue to grow significantly for the next several years: Mckinsey Global Institute “The Social Economy: Unlocking value and productivity through Social Technologies” July 2012 Confidential 9
- 10. Where Value is being Created Confidential 10
- 12. 7Summits Social Business Solution Model ENGAGING CUSTOMERS, EMPLOYEES, AND PARTNERS TO BUILD YOUR BUSINESS Social Marketing and Outreach External: Employee Centric Communities Internal: Social Business Management Business to Business Business to Consumer Customer Centric Communities Business to Employee Employee to Employee Social Business Processes Confidential 12
- 13. MSOE CASE STUDY: B2C Confidential 13
- 14. Key Trends and Concepts Social media is the default state and media for Millennials1 They rely on user generated content for major life and financial decisions1 Millennials share good and bad information freely (living life out loud) 1 They place a high value on reputation derived from social media 1 Millennials absorb and manage information differently than other generations1 Universities that create their own open communities have a much greater degree of credibility with Millennials 2 Social business enablement in higher education demonstrates an immediate, measurable impact on engagement and reputation 2 Sources: 1Bazaarvoice. 2 Onlinecolleges.net Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 15. Communications Misaligned High School Students MSOE Admissions Communication Channels Print Get Social! Phone E-mail Social Media Hashtag #PRSMS – Mention @prsmsummit @7summitsagency Mobile
- 16. People Behave Socially Student lifecycle continuum Prospective Student Qualified Prospect Accepted Student Enrolled Student Graduate Alumni Facebook MSOE Community Opportunity? LinkedIn Personally Social Academically Social Professionally Social Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 17. Focus Areas: Drive Impact Across Student Life Cycle Consider School Awareness / Reputation (“unidentified prospects”) Thinking about being a student Research School Options Which school should I go to? Inquiry Our Focus with MSOE I should consider MSOE Relevancy (“named prospects”) Where do I stand? Is it right for me? Acceptance Student Lifecycle Application I can go – but is it my best option? Deposit Financial Aid Enrolled/ Matriculated Active Student Engage / Retain Seek & Find Employment I’m considering I’m intending to go I’m there I’m staying I’m Preparing for my Career Graduate Alumni Get Social! I’m Starting my Career I’m Sharing My Success Story Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 18. Online Community 101 Social Network vs. Online Community The primary purpose of social networks & online communities is different Social Network Relationships Online Community Popular Examples include: Popular Examples include: • Facebook • • Apple Support Communities LinkedIn • Get Social! Business Objectives Primary Purpose P Twitter • • Yahoo Answers WebMD Communities Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 19. Integrated Social Website • • Site appears more social from the first impression • Website and User Generated Content are integrated side by side • Ability to find what you are looking for quickly • Get Social! Young and fresh look & feel User experience and design is organize around primary audiences Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 20. Open Forums and Discussions • • Answers can be provided by anyone • Find out what others are interested in • Get Social! Questions can be asked any time Confirm deeper fit with MSOE through personal insights and interactions Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 21. Integrated Application Form • • LinkedIn style completeness gauge drove more application form submits • Application integrated with back office ERP improved end to end analytics • Allowed admissions counselors to see who started the application but did not submit • Get Social! Less overwhelming application form Streamlined internal processes Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 22. Profile and Progress Tracker • • Private area to communicate with admission counselor • To Do list available and updated due to data integration • Badges earned as prospective students interact with others and move through the process • Get Social! Students and parents can see what the next steps are in the admission process Streamlined Notifications Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 23. Business Value & Results Application and acceptance goal 30% Reached ‘13 application goal nine months early and acceptance goal five months early. 7000+ registered members and growing! Admissions team Admission counselors spent less time chasing the student and productivity more time interacting with them increasing productivity 30%. 2X Enrollment Numbers Electrical engineering saw almost double enrollment 8% Accepted to Deposit Retention rate from accepted to deposit jumped from 30% to 38% in one year for our Fall 2012 (In a down economy!) Admission counselors spent less time chasing documents Application turnaround time down. We went from months to weeks! 5% 66% Deposit Melt Overall accepted student summer melt decreased by 5% Outbound Admission counselors reduced outbound calls by 66% freeing SOURCE: Jive customer time to interact with prospective students in community. Call volume up survey, (November 2012) Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 24. SAP HANA CASE STUDY: B2B Confidential 24
- 25. Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 26. SAPHANA.com: Social Website + Community Social media applied across the customer lifecycle within a single site experience. TRANSACTION POST-PURCHASE Developer Community Marketplace Private Customer Groups SUPPORT COMMUNITY SOCIAL COMMERCE SOCIAL COLLABORATION AWARENESS CONSIDERATION Marketing Content SOCIAL CONTENT Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 27. Marketing Content • • Get Social! Marketing content to build awareness for SAP HANA features, capabilities and competitive differentiation Interactive modules that allow users to explore SAP HANA technical details Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 28. Test Drives • Developers can view demos and download trial versions of SAP HANA • Industry-specific example solutions are provided Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 29. Developer Discussions & Support • • Get Social! SAP experts monitor discussions and provide support to developers Peer support is also provided, developerto-developer Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 30. Marketplace • • Helps customers and partners commercialize their SAP HANA creations • Get Social! Commerce-enabled apps marketplace Social content includes ratings and reviews Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 31. Training • 300+ hands-on, how-to training videos for developers • Supports developers’ self-directed discovery and evaluation process • Developers learn from each other in discussion forums Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 32. Customer Collaboration • • Customers self-manage SAP HANA environments • Get Social! Private groups enable customer collaboration Live chat provides intimate, personalized customer support Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 33. Business Value & Results Fastest-growing SAP product 160% 6X More than 1,000 customers running SAP HANA in less than 18 months, the fastest uptake in SAP’s 40-year history. Active commt’y members The number of active community members has increased 160% since Q1 2012. Site Traffic Avg. 1.5MM monthly page-views in Q2-Q3 2013. Efficiency gains Community improves efficiency and collaboration with SAP Partners and Customers. Research costs The community is a source of customer insight, eliminating the need for some research expenditures. Training & support costs SAP HANA Academy delivered via community, reducing training and support costs for SAP HANA developers. Get Social! Hashtag #PRSMS – Mention @prsmsummit @7summitsagency
- 35. Thank you Davidson Web 7SummitsAgency.com Facebook facebook.com/7SummitsAgency Your Guide to Social Media Success© Twitter 7SummitsAgency@7SummitsAgency
Editor's Notes
- “While social technologies have swept through the popular culture and are being adopted across industries, we find that businesses have only just begun to understand how to create value with these new tools.”
- In an increasingly competitive market, forward thinking institutions of higher education are integrating social concepts and practices to gain market share and more deeply engage prospective and current students, and alumni. Higher education faces two emerging challenges: adapting to how millennial’s live, interact and learn, and properly preparing students for the emerging social business workforce by bridging the transition of Facebook to LinkedIn. Currently, the student lifecycle, college admission to landing a first job, is a largely unmanaged process, making social evolution a greenfield opportunity for higher education. University graduates experience a substantial transition in their core knowledge and understanding as well as in how they use social tools, behaviors, and networks when they enter the workplace. This evolution can be viewed through the prism of three social personas.
- An interactive, often gated website or part of a website that is typically owned by an organization. It leverages social software technologies (blogs, forums, groups, etc.) to enable interaction between people on topics of mutual interest.What it is NOT?Customer service websiteE-commerce siteGeneral use of social media tools (e.g. twitter, Facebook)
- - Made admissions more convenient by reducing communication and operational friction in the process- Provided an experience people liked spending time with by getting to know what matters to them and serving those needs- Built brand preference by fostering relationships with student peers, faculty, alumni- Kept MSOE top of mind and relevant with more brand involvement and touchpoints- Multiple tiers of increasing involvement, gamification and "stickiness" creates smaller commitments that made larger commitment easier
- - Made admissions more convenient by reducing communication and operational friction in the process- Provided an experience people liked spending time with by getting to know what matters to them and serving those needs- Built brand preference by fostering relationships with student peers, faculty, alumni- Kept MSOE top of mind and relevant with more brand involvement and touchpoints- Multiple tiers of increasing involvement, gamification and "stickiness" creates smaller commitments that made larger commitment easier